Podcast Summary: We Are For Good - Episode 664

Title: Working Session: Build Your Next Two Weeks of Content in 1 Hour
Guest: Julia Campbell (Social Media and Digital Marketing Expert)
Release Date: December 10, 2025
Host(s): Jon McCoy + Becky Endicott

Episode Overview

This tactical "working session" episode dives into efficient content planning for nonprofits, featuring digital marketing strategist Julia Campbell. With practical, step-by-step advice, Julia demonstrates how organizations can build a robust, goal-oriented content calendar covering multiple platforms—streamlining the content creation process to take just an hour for two weeks of planning. The conversation centers on aligning content with organizational objectives, the necessity of clarity over quantity, and the importance of authenticity in storytelling.

Key Discussion Points & Insights

1. The Possibility (and Power) of Streamlined Content Planning

[01:43] Julia Campbell:

• Affirms that building a content calendar for one or two weeks is realistic in just one hour.
• Urges nonprofits to focus on clarity of message rather than trying to cover everything, which can confuse donors.
• “When we strip it down and focus on clarity of message instead of quantity of content, then it becomes so much easier to create.” [01:43]

2. Goal-Oriented, Audience-Centric Content

[02:50] Julia Campbell:

• The purpose of communication and the intended audience should drive all content decisions.
• Different platforms serve different purposes and play to different strengths; for instance, email is best for direct fundraising while TikTok might serve engagement goals for younger audiences.

3. The Four Content Buckets Framework

[04:29]/[06:39] Julia Campbell:

• Julia recommends structuring weekly or monthly content around four "buckets" that serve as the North Star for planning:
  1. Impact – Stories of your work, statistics, anecdotes of transformation.
  2. Engagement – Prompts, polls, questions, fostering two-way communication.
  3. Authority – Offering unique perspectives, thought leadership, and subject-matter expertise relevant to your sector.
  4. Human-Centered – Behind-the-scenes content showcasing the people powering the organization (staff, volunteers, etc.).
• “If you don’t really know where to start, then those are kind of four ideas for you.” [07:16]

4. The Competitive Advantage of Authentic Storytelling

[07:59] Julia Campbell:

• In an era of AI-generated content, authentic stories are a nonprofit’s "last best competitive advantage."
• Even small anecdotes or “breadcrumbs” about day-to-day mission work can drive deeper donor understanding and trust.
• “Stories are nonprofits’ last best competitive advantage in a world of AI sludge. … When donors do not understand who you are and what you stand for, they're not going to give.” [07:59]

5. Less Is More: Platform Pruning and Focus

[09:50] Julia Campbell:

• Advocates for fewer communication channels to avoid being spread too thin.
• “If you cannot create this content calendar in an hour, then you're probably on too many different channels.” [09:50]
• Select platforms based on alignment with organizational goals, audience presence, and available capacity.
• Regularly reevaluate each channel for effectiveness.

6. Personalizing Content Planning: Repurposing & Cadence

[14:06] Julia Campbell:

• Consistency is more important than volume; it's fine to only post a couple times weekly if that’s sustainable.
• Start by auditing existing content (newsletters, reports, event recaps) to see what can be refreshed and shared anew.
• Use a simple spreadsheet to plan posts by platform and weekday.
• Cross-posting with slight adjustments for context is encouraged: “What nonprofits tend to think is, okay, we posted it on Facebook, we shared it in our email newsletter… you're not inundating your donors. Most people will still not have seen it.” [16:18]

7. Tracking What Matters: KPIs to Guide Improvement

[18:56] Julia Campbell:

• Only track metrics you plan to use for improvement; don’t just gather data for the sake of it.
• Focus on engagement, conversions, and alignment with strategic goals—not just vanity metrics like follower count.
• “If you’re tracking data points and you have no intention of doing anything with them, you are not going to be improving… So, if you’re using the point of engagement, if that’s something you really want to build, or if you’re looking at video views, those are the KPIs that you track.” [18:56]

Notable Quotes & Memorable Moments

• [01:43] Julia Campbell:
  “When we strip down this content calendar and focus on clarity of message instead of quantity… it becomes so much easier to create.”

• [07:59] Julia Campbell:
  “Stories are nonprofits’ last best competitive advantage in a world of AI sludge… It’s really the way we’re going to stand out and also rebuild trust.”

• [09:50] Julia Campbell:
  “If you cannot create this content calendar in an hour, then you’re probably on too many different channels.”

• [16:18] Julia Campbell:
  “Most people will still not have seen it. But, if it’s really a great thing to see, I don’t mind seeing it twice… just figure out how you’re going to mold it into each of those places and be very intentional with that.”

Practical Steps for Content Calendar Building (Julia’s Method)

[14:06] Julia Campbell:

• Identify your buckets: Impact / Engagement / Authority / Human-centered content.
• Audit existing assets: Pull from what's already been created (emails, reports, past posts, etc.)
• Choose your cadence: Pick a posting frequency you can sustain—consistency matters most!
• Use a calendar tool: Simple spreadsheet with platforms on one axis, days of week on another.
• Adapt and crosspost: Repurpose content across channels—don’t be afraid of repeating.
• Track what moves the needle: Focus on metrics that align with your communication goals.

Julia's One Good Thing: 30-Second Video Challenge

[22:00] Julia Campbell:

• Take a 30-second video—no matter how imperfect—and post it to show the human side of your work.
• “People want to see the human element. They want to see you. … When you do that and you post that video, you’re going to see such increased engagement and comments, and people are going to love it.”

Actionable Takeaways

• Use the four buckets framework for content planning to simplify and focus weekly or biweekly calendar building.
• Focus on fewer platforms with maximum impact instead of scattering limited resources.
• Repurpose content boldly—donors’ attention is fragmented, and repetition builds clarity.
• Only track metrics that inform strategic decisions; don’t get lost in reporting for its own sake.
• Embrace authentic, unscripted video to boost engagement and deepen human connection.

Connect with Julia Campbell

• LinkedIn: Julia Campbell
• Website: jcsocialmarketing.com
• Podcast: Nonprofit Nation

This session was filled with down-to-earth, confidence-boosting wisdom—ideal for every nonprofit professional looking to spend less time planning, and more time creating meaningful impact.